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Theory and History in Marketing

Jerry Kirkpatrick
Managerial and Decision Economics
Vol. 4, No. 1 (Mar., 1983), pp. 44-49
Published by: Wiley
Stable URL: http://www.jstor.org/stable/2487143
Page Count: 6
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Theory and History in Marketing
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Abstract

This article presents a theoretical foundation for marketing based on the ideas of the Austrian school of economists. After a discussion of the methodological foundations of Austrian economics, which reject the statistical and experimental methods of the physical sciences as the means to verify theory in the social sciences, the article presents the Austrians' principle of methodological individualism, which provides the basis for a theory of entrepreneurship and marketing.

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